Empowering Consumers for the Green Transition Directive

Empowering Consumers for the Green Transition: ban on vague/unsubstantiated environmental claims applies

Directive (EU) 2024/825 required Member States to transpose by 2026-03-27 and to apply the national transposing measures from 2026-09-27 (Art. 7). Applies as scheduled; on 2026-05-28 the Commission opened infringement procedures against 20 Member States (incl. BE, EE, FR, LV, NL, PL) for late transposition, so national rules may still be catching up — check the national consumer-protection act where you sell.

Any business making environmental or sustainability claims, or displaying sustainability labels, on products or in marketing aimed at EU consumers — most directly online retailers and manufacturers/importers of physical goods.